5 marketing mistakes you don’t know you’re making

Posted on Posted in Big Data, Blog, Cyber Safety, Digital, Entertainment, Media, Reputational Management, Social Media, Startups

Jo MacDermott shares some great insights worthwhile considering for anyone undertaking marketing pursuits wanting maximise their performance.

By avoiding these five common mistakes you can steer clear of some major marketing headaches that hold new businesses back and set yourself up with great habits for the future.

Not all marketing mistakes are obvious, in fact some are so subtle you might not even realise you’re making them. Are you guilty of any of these?

Over the years I spent building my own business, I made many mistakes that were easily avoidable if I’d known I was making them. The problem was, I didn’t. I only realised they were mistakes with the benefit of hindsight.

But what if you could skip the whole hindsight thing? What if you could avoid making the same mistakes I did? Your business would likely progress at a quicker rate and you’d achieve your goals and desired lifestyle much faster.

So here’s your chance to benefit from my hindsight. Here are five mistakes I made back in the day that would have been easy to avoid if only I’d known I was making them:

Mistake #1: Changing suppliers impulsively

When you realise your marketing supplier isn’t working out, the natural impulse is to drop them as quickly as possible and move on. Before you give them the flick, stop and think. Do you have someone else ready to fill their shoes?
Ditching a supplier without the right planning will inevitably mean scrambling for a replacement and dealing with delays while you bring them up to speed. During this time your marketing activities will likely be disrupted or inconsistent and this can make your business look bad.
That’s not to say you should put up with someone who isn’t delivering, but it’s a good idea to put a transition plan in place and line up a replacement before you cut ties. This will save you a lot of stress and minimise disruption.

Mistake #2: Giving vague or unclear instructions

When it comes to effective marketing, communication is all-important. Most of the clients I work with have a clear vision for their business, and they know exactly what they want their marketing materials to look and sound like. Unfortunately most designers and copywriters aren’t mind readers and if you don’t clearly communicate the details of what you’re looking for, you’re not likely to get a satisfactory result. This can ultimately lead to frustration for everyone and extra costs for you, as projects need to get redone or run over time.
If you don’t have a formal briefing process, create one. Put everything in writing, even if you think it’s obvious or it goes without saying. Use examples wherever possible and encourage your marketing providers to ask for clarification if they don’t understand anything.

Mistake #3: Changing plans at the last minute

So your amazing new product or service is a couple of days from launch and you suddenly wake up at 2am with a brilliant idea. You have to change everything, right now. This is one I can definitely relate to and all I can say is don’t go there! Changing your marketing focus or strategy at the 11th hour is only going to lead to frustration and a rushed job. Stick to the plan and save your amazing idea for next time. Trust me, it’s not worth the stress!

Mistake #4: Not having a big enough marketing budget

This is a very common mistake, especially when you are just starting out and trying to keep costs to a minimum. Unfortunately when it comes to marketing you usually get what you pay for. Cheap marketing materials have the effect of making your business look tacky which isn’t going to do you any favours in the long run.
Even if you don’t have much to spare, it is worth investing in a high quality logo and professionally designed website. Creating the right impression from the start will bring you more customers over the long term and help your business grow.

Mistake #5: Slow approval processes

Dragging your heels on approving projects or releasing funding can mean missing out on opportunities. Marketing is a fast paced industry and it pays to act quickly. Long wait times for approval are often a sign that the business processes need reviewing so your marketing providers can act quickly when they identify opportunities and your business can avoid missing out.
Have you ever made any of the above mistakes?
If you’re running or marketing a business on behalf of someone else, you know how important it is to stay relevant, especially when it comes to marketing.

ABOUT THE AUTHOR

#Jo Macdermott – turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.

POSTED: November 8, 2016 BY: JO MACDERMOTT CATEGORY: MARKETING AGENCY

15 things successful people do between jobs

Posted on Posted in Big Data, Blog, Entertainment, Media, Reputational Management, Social Media, Startups


Flickr/Cristian Bortes. Licensed under Creative Commons 2.0

Experts suggest taking at least one week off to allow yourself to refresh, recharge, and refocus — but some say two weeks is ideal.

Suppose you were just offered a new job and the company is fairly flexible with your start date. How much time should you take, if any, between gigs? And what should you do with that time?
Career and workplace experts suggest taking at least one week off to allow yourself to refresh, recharge, and refocus — but some say two weeks is ideal, if you can swing it.
Cali Williams Yost, CEO and founder of Flex+Strategy Group/Work+Life Fit, Inc., blogger, and author of “TWEAK IT: Make What Matters to You Happen to You Every Day,” told Business Insider that taking time off can help you mentally prepare for this next big chapter in your life. “There is always a learning curve, and you’ll want to be your best and freshest when you start.”
Taking some time between jobs also gives your brain a chance to take a break, to process leaving your old job (which can be pretty emotional, whether you loved or hated it), and to prepare for all the new challenges to come, adds Sara Sutton Fell, CEO and founder of FlexJobs.
If you’re starting a new job, here are 15 things you should do in the interim to set yourself up for success:
1. Get organised
Minimise the stress of your first week in a new job by taking time to organise your personal life.
“Any projects around the house that have been nagging at the back of your mind? Now’s the time to get them done,” says Ryan Kahn, the founder of The Hired Group and creator of the best-selling How To Get Hired online course.
2. Schedule appointments and run errands
Miriam Salpeter, job search coach, owner of Keppie Careers, and author of “Social Networking for Career Success” and “100 Conversations for Career Success,” says your break between jobs is the perfect time to schedule doctor appointments and deliveries that require you to be home, and to run any errands that may be difficult to get done once you start your new job.
Partner Content

For Atlassian’s founders, a big factor in their success is how alike they are

3. Disconnect
“Take advantage of not having to be reachable during the day, and stop checking your email or looking at Facebook for an afternoon or two,” says Sutton Fell. “This gives you a chance to reset your brain.”
Instead of staring at a screen for hours on end — which you’ll probably have to do as soon as you start your new job — pick up a book you’ve been dying to read, or go take an exercise class you’ve been wanting to try.
4. Re-connect
Take some time to re-connect with people you’ve lost touch with. Catch up with old friends and colleagues and see what they’re up to these days.
5. Update your social media profiles
We know we said earlier you should take a break from technology — but it’s ok (and advised!) to take an hour to two during your time off to update your LinkedIn, Twitter, and Facebook profiles with your new company and job title.
6. Spend time with your closest friends
You might not have a chance to do afternoon lunches with people for the first few months of your new job, so your break is a great time to do these, says Sutton Fell.
7. Spend time with family
Nicole Williams, a career expert and best-selling author, suggests using this break to spend time with family.
“When you start any new job you should expect to work longer hours — at least the first several months,” she says. “Utilise this time to make the most of being at home.”
8. Take a mini-vacation
Whether you can get away for a night or a week, take a trip somewhere to recharge, see new sights, and take full advantage of your time off, Sutton Fell says.
9. Research your new company
In today’s competitive job market, the more senior the position, the more you will be scrutinised in those first few months, Kahn says.
“You’ll be expected to hit the ground running versus spending time learning the ropes. Get a head start by researching the industry and the company, and learning as much as you can about the position and the team you will be working with,” he suggests.
10. Get everything you may need ready
Need a new wardrobe for the new job? Now is the time to go shopping. Does HR require you to bring in a passport or social security card on day one? Track those down and put them in your wallet.
Figure out what you may need to start the new job, and have those things ready to go.
11. Figure out your new commute
Do a couple of practice runs to figure out the easiest or fastest way to get to your new office. Don’t wait until the first day to experiment.
12. Set new near-term personal and professional goals
Give some thought to what you want to do differently from the start in this new job, Williams Yost says.
“Are you going to try to wake up earlier and get to the gym a couple of days a week? Are you going to try to schedule a networking lunch outside of the office once a month?” Use this time to establish a plan.
13. Reflect on your long-term career goals
During this rare lull between jobs, think about where you are headed. Where do you want to be in five years? In 10 years? How will this job help you get there? Coming in knowing where you’re going will help you stay on the right path from day one, Kahn says.
14. Figure out your new schedule
If your work schedule is shifting at all, it’s important to organise things like childcare, household responsibilities, and your personal routine, Sutton Fell says.
Salpeter says if you altered your sleep schedule at all during your time off, you should try to get into a “work-oriented sleep routine” a few days before starting your new job.
15. Relax and recharge
Don’t forget to spend some time on yourself. Take time to relax, get plenty of rest, and indulge in some pampering.
“Congratulate yourself on a job well done,” Williams Yost says. “Treat yourself to a massage, new power outfit, or a nice dinner. You landed a job in a dim market; you should take the time to be proud of yourself.”
Worried that it may be difficult to get back into the swing of things if you’re too relaxed during your time off? “Work is like riding a bike; once you start that first day, you’ll click right back in,” Williams Yost explains. “So don’t worry about being too relaxed during your break. Drink it all in. Enjoy every minute of it. Then dive into your new gig with a new outfit, fresh outlook, and happy heart.”

BY JACQUELYN SMITH

NOV 4, 2016, 2:39 AM

Get your business booming! Be Proactive and Exude Energy!

Posted on Posted in Big Data, Blog, Cyber Safety, Digital, Entertainment, Media, Reputational Management, Social Media, Startups

So many people tell me that “they will be happy when…..”, “if only they had more business…..” I have too many bills and not enough money…….” or “My marriage is suffering because I can’t earn enough money to keep my partner happy……”!!!

blog-hr-execs-information-technology

LISTEN PEOPLE, THEY ARE ALL JUST EXCUSES!!!

Be HAPPY!

CREATE more BUSINESS!

REDUCE your bills and EARN MORE MONEY! WORK ON YOUR MARRIAGE, and WORK ON YOUR BUSINESS!

IT IS THAT SIMPLE, ALL YOU HAVE TO DO IS DO IT!!

business, office, school and education concept - stressed busine

Seriously, stop complaining and pick yourself up and just get on with it! No-one is going to give you a bunch of money, your relationship is rubbish because you ignore and do not work on it, your bills are too high as you live beyond your means! Stop blaming others and take responsibility.

The best way to remedy this is to create multiple streams of #income, and in today’s competitive world, you need to be the #MASTER of several #DOMAINS just to remain relevant, little along achieve great things!

The overnight successes that you see have been made over 20 – 30 years, not just last week! If you are not into #CODING and #WEB and #ECOMMERCE then you will be left behind. The business world has been in a state of disruption for many years now, and everyday new elements are added to it. #REAL ESTATE, #FINANCE, #FASHION, #ADVISORY, #LAW, #SPORT in fact all facets of life are completely being overtaken and automated by #ROBOTS and #ARTIFICIAL #INTELLIGENCE.

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#SHOPPING STRIPS have closed down, #MAJOR SHOPPING CENTRES are turning into #CITIES, #RENTS are way too high, and we need to be #CREATIVE.

I have been training people throughout the #BUSINESS SECTOR and #REGIONAL AREAS in improving their #SOCIAL MEDIA knowledge, to get the edge, to learn about ROI and how to empower yourself and arm yourself with #DIGITAL KNOWLEDGE.

It is not hard, and so many people out there in the world are burying their heads in the sand,  pretending that SOCIAL MEDIA is not for them! “I don’t need it” I here, and “it is too hard” when this is just not true, they just haven’t had the right education. CLEAR, CONCISE and SIMPLE instruction and guidance.

With other #COLLEAGUES that work in this space, an #EX-FEDERAL COP, a #LAWYER, #TEACHERS, and #HR EXECUTIVES, and it really comes down to the correct learnings.

#CODING is a necessity today and not only belonging to propeller heads, #SOFTWARE and #APPS exist to virtually do everything, and only the #EDUCATED can use them. Recently a marketing executive that I met at an #IBM FORUM shared with me that her capacity to triple her performance in certain fields at work, occurred only as #TECHNOLOGY was used to increase performance, decrease energy input, and incrementally grow outcomes.

Use what we have available to us! Adopt new technologies to make yourself better, and keep developing and learning in life. It is these areas where you can use modern technologies to keep relevant, learnt about life, learn about new industries, new vocations and new skillsets.

It is only when we adopt these new technologies, and these new start ups that are going to change the world, and adopt them that we can advance. Advancement will come up over the top of you like a Tsunami and next thing you know you will be on the scrap heap! So be smart, lets avoid the scrap heap and be a part of the solution, instead of being part of the problem where life passes you by.

Technology is not going away, and neither am I! Are you…..

 

 

 

Don’t let social media kill your career: 4 things to do by my contact – Alita Harvey-Rodriguez

Posted on Posted in Big Data, Blog, Cyber Safety, Digital, Entertainment, Media, Reputational Management, Social Media, Startups

Do you remember Justine Sacco? If you do it’s probably not for her outstanding talent in the world of PR, right?

A few years ago, in less than one minute and via just one tweet, Justine’s reputation and job were tarnished forever.

The PR executive was fired for a tweet. She deleted the tweet before she took a flight to Africa but it was too late. When she landed in Africa, she turned on her phone to see that this one tweet had ruined her entire career. There are now dozens of twitter accounts mocking this PR disaster.

Closer to home, I was at a BBQ with the CEO of a major property group recently. I said: “I read an article about how you started driving taxi’s. The story was really interesting.” He was shocked. “How did you find that? ” he said. My reply was my usual… “Haven’t you ever Googled yourself and read what comes up about yourself or your company?”

Googling yourself or business can reveal a lot about what people are saying about you or your company.

A business needs to do more than just tell the world its brand is good. It also needs to consider reputation management. It needs to produce and distribute positive content focusing on the reasons why its consumers choose its brand in order to outweigh the less favourable reviews that may appear online. This, coupled with great customer relationships, is the only way forward.

Your personal digital profile is a little different. But not by much.

I’ve been working in the digital business development industry for over a decade and my career has taken me all over the planet via diverse industries from retail to sporting associations.

I’ve also hired plenty of team members and can tell you the first place I go after receiving a resume is to Google for some background. Something I know all too well is the damage a poor digital profile reputation can do for your business or career and it’s something that gets ignored all too often.

I’ve seen the good, the bad and the ugly of online profiles. In fact, a survey conducted by CareerBuilder found that the main reason employers reject candidates is for posting inappropriate photographs on their social media accounts.

So how do you make sure you’re putting your best foot forward on all your online profiles? Here are my top 4 tips for managing your digital reputation.

  1. Audit your digital footprint. A poor first impression online could completely undermine your professional credibility. To understand more about your digital footprint – Google yourself. Look in the main page and make sure you go into images. Identify the profiles that appear and either clean them up or shut them down. Remember, if it’s online then it’s no longer yours to control.
  2. Consider your audience and perceptions. The lines between personal and professional are blurred now more than ever. Justine Sacco thought she was being ‘funny’, but there is no sarcasm font on a computer to determine perceptions. Always consider your audience when publishing online content. Even if you have reviewed your privacy settings, there is always the chance a connection may have shared it to their network. If your audience is mixing personal and professional you want to avoid encouraging misunderstandings.
  3. Explore your passion. If you’re serious about your career and personal brand you should consider that we’re now all marketers. Even if it’s ‘just’ your private Facebook account you’re sharing content for people to ‘like’.  Produce content on what you’re passionate about. Maybe it’s fashion, business, digital marketing, photography sales, travel, sharing incredible learning’s or helping others.
  4. Be Consistent. David Chen, CEO and co-founder of Stinkingly.com once said: “If your social networking connections are a mix of the personal and professional, you need to make sure you’re not perceived as ‘partying’ more than working”. When you’re clear about who you aspire to be and how you want to be perceived, you need to be consistent in presenting that picture of yourself in every facet of your digital profile. Your goal is to drive high quality traffic to your profile. So make sure your audience knows what you’re passionate about.

DMG Social Media Glossary

Posted on Posted in Big Data, Blog, Digital, Entertainment, Media, Social Media, Startups

Welcome to the 2016 edition of the DMG Social Media Glossary. This is a living document that will continue to grow as we add more terms and expand our definitions. If there’s a term you would like to see added, let us know if you cannot find what you are looking for!

A|B|C|D|E|F|G|H|I|J|K|L|M|N|O|P|Q|R|S|T|U|V|W|X|Y|Z

Similar to Facebook’s “Like” button, the +1 button is proprietary to Google and is the Internet equivalent of the thumbs-up. “+1” may also show up in emails or comment threads, as in the following: “+1 for that idea” with the meaning of “I really like this idea and I’m showing my support for it.”

This thing is called an octothorpe.

See: hashtag

See: subreddit

The percentage of social customer service issues that are abandoned by customers without a resolution.

A rules-based procedure for making calculations or solving problems. Algorithms are everywhere in computer science and are crucial to the software that runs the world. In social media, the most important algorithms are those that determine which content we see. For example, your Facebook News Feed doesn’t show every status update and every photo from every one of your friends. Instead, it displays an algorithmically curated set of content that Facebook thinks is most worth seeing. Similarly, Twitter, Facebook, and Google Plus use algorithms to define which topics and hashtags are currently trending.

Like the algorithms that power search engines, social media algorithms have a massive effect on your brand’s online visibility. One sure-fire way to increase your ranking in an algorithm is to pay for it with paid social media.

Analytics tells you what happened. In general, it involves using technology to gather data which analysts can study.The goal of analysts is to examine this data, looking for patterns in behavior. The most common way of gathering data is using a tracking tag on a website or software application. The tag registers a “session” when a user visits and then stores data about what pages they visited, what actions they completed, and how they interacted with different elements such as clicking on buttons or performing a search.

The practice of retaining an organization’s social media messages and associated metadata, often for the purpose of regulatory compliance. Archiving has become increasingly important as more and more business communications occur on social media. Organizations can save records of social conversations in their own secure databases, much like they already store email and other documents. This data can later be retrieved and analyzed to track the effectiveness of social media activities. It can also be gathered as part of a legal e-discovery process.

A tool that allows you to choose which audience you want to share something with on Facebook. To learn more about Facebook’s privacy settings for sharing content, see this Facebook Help article.

Some people cover up their identity and don’t really express themselves on social media. Being open and authentic on social media means a great deal to your audience who wants to genuinely engage with you or your business. It’s important to find your own voice and be personal on social media. We wouldn’t be following you if we didn’t think you were awesome, so just be yourself!

A visual representation of a user online, though not necessarily an actual photo of the user. Social media profile pics are an example of an avatar. Fun trivia fact: “avatar” is Sanskrit for “incarnation”. Makes sense, right?

The average time required for a company, team, or individual to resolve customer issues on social media, from beginning to end.

How long it takes on average for a company, team, or individual to reply to a customer’s messages while resolving an issue.

In short, big data is large sets of unstructured data. Traditionally, the data that we analyze has already been formatted into nice rows and columns. Think of a spreadsheet with a list of customer names and email addresses. The reason why big data is hard to analyze is that the data sets are massive and complex. They might contain the messy natural language we find in Tweets and Facebook updates, so the challenge involves sorting, analyzing, and processing. But as the data sets are so large and layered with information, good analysis can reveal surprising insights.

Learn more: Social Media, Big Data and Visualization

A ‘Bio’, short for biography, is the small portion of your online profile that explains to new or potential followers who you are. All social platforms have some version of a Bio as they are valuable in attracting new followers with similar interests. When it comes to your Twitter strategy, your Bio is the first thing users see when they discover your profile and a good Bio can greatly improve how often you show up in keyword searches.

Learn more: How to Set up Facebook, Twitter and Every Other Major Social Media Profile

A Twitter feature that enables you to prevent another user from:

  • following you
  • adding you to their Twitter lists
  • having their mentions and replies appear in your notifications or mentions tab
  • tagging you in a photo

Blocking is a useful way to keep a troublesome user out of your mentions and sends them an explicit signal that you want nothing to do with them. However, Twitter cannot prevent anybody from seeing your public Tweets. If you want to keep your Tweets private, then use a protected account.

See: Pinboard

In the marketing world, a brand advocate is a customer that is so satisfied with your product that they go out of their way to help you market it. Travel back in time a bit to the 90s and remember Jared of Subway fame. He was more than just a catchy theme song, but a brand advocate who ate at Subway every day as a diet regimen and told the story of his diet and subsequent weight loss to journalists. He was soon picked up by Subway as an official spokesperson. Social media is filled with brand advocates who share good news about their favourite products—with over a billion people on Facebook, that’s a lot of potential Jareds.

The hijacking of a brand to promote an agenda or damage a reputation. Brandjackers don’t hack the social media accounts of target individuals and organizations. Instead, they assume a target’s online identity through indirect means such as fake accounts, promoted hashtags, and satirical marketing campaigns.

See: Twitter canoe

A steering committee or dedicated team of social media leaders that establishes policies and processes and supports an organization with best practices, education, and training. A Center of Excellence may also serve as an operational hub for the organization’s day-to-day social media activities.

Learn more: Scaling Social: Establishing Your Center of Excellence

Google+ Circles are a method for sorting your Google+ contacts by social context, location, shared interest, or any other criteria. They allow you to organize people on Google+ to match the way you actually know them in real life. With Circles, you can easily share different content with different categories of people. You can also filter what other people are sharing that you never miss an important update from your closest friends and family.

Web content with a misleading or sensationalist headline that entices readers to click through to the full story, usually with the goal of generating page views and advertising revenue. This One Weird Trick works by piquing your curiosity. You click the link, but You Won’t Believe What Happens Next: the article stinks. Clickbait has infested social media so thoroughly that Facebook has actually taken steps to exterminate it.

Clickbait headlines are also a prime target for parody and satire. We recommend Clickhole, an entire site dedicated to satirizing clickbait. And our own team had to ask, What if Classic Books Were Given Click-Baity Titles?

This is a common metric for reporting on the number of people who viewed a message or piece of content and then actually performed the action required such as clicking on the ad or link in an email marketing campaign. The actual metric is calculated by comparing the number of clicks to impressions. For example, if 100 people saw your ad in Google and one person clicked on the ad, you would have a click-through-rate of 1.0%. Clickthrough rate (CTR) is most commonly used for search engine marketing and other performance-driven channels as the general philosophy is that the higher your CTR, the more effective your marketing is.

The practice of developing relationships around a common interest. This is done by monitoring and engaging with those who engage with the common interest. The goal is to nurture relationships so that the community acts as advocates on behalf of the common interest.

To provide context, it can be useful to measure your sentiment alongside that of your competitors through social media monitoring. This kind of intel—whether positive or negative—will allow you to make strategic business decisions to stay ahead of your competition.

Related: Sentiment analysis

Conformance with rules, regulations, or laws. Social media compliance is particularly relevant to organizations in regulated industries, such as healthcare, banking, and insurance. These businesses face strict rules governing what they can communicate to the public, and numerous regulatory agencies have confirmed that these rules extend to social media. Among other requirements, regulated organizations must be able to demonstrate that they are archiving social communications and supervising the use of social media by their employees.

Learn more: New Technology for Regulated Industries to Deal with the Complexity of Social Media Compliance

On LinkedIn, there are several types of connections you can make. The basic type of connection is a 1st degree connection—a contact that you know personally or professionally and that has accepted your invitation to connect. Other degrees of connections are dependant on your extended network and how closely they are connected to other individuals you know.

Content curation is the process of sifting through the web to find the best and most relevant content for an audience and then presenting it to them in a meaningful way. Unlike content marketing, content curation doesn’t involve publishing new content. Instead, it’s about creating value for your audience by saving them time and effort. There’s no shortage of content out there, but not all of it is worth reading. Plus, there’s no guarantee that the best articles, videos, and infographics will show up on the first page of a Google search. Organizing related content into pinboards, newsletters, or weekly blog posts can help you build a regular audience and also demonstrate your subject expertise.

Learn more: A Beginner’s Guide to Content Curation

A process used by marketers to uncover valuable content and trends relevant to their audience. Content discovery helps shape a successful content marketing strategy and can be executed in numerous ways.

Learn more: 5 Ways to Find Trending Topics (Other than Twitter).

Whether you’re running a blog, marketing website, or a social media presence, a content management system (CMS) is the backbone of your content marketing strategy. A web CMS is an online application that allows you to draft, share, edit, schedule, and index your content. Popular web content management systems make use of simple editors that allow you to create publish content without demanding a knowledge of code.

A marketing strategy based on attracting and retaining customers through the creation and distribution of valuable content, such as videos, white papers, guides, and infographics. Content marketers look to earn customer loyalty and influence decisions by providing useful, entertaining, or educational media. A famous example of content marketing is the Michelin Guide, first published by the tire company Michelin in 1900. Rather than telling people to buy their tires, Michelin provided maps, advice on car repairs, lists of hotels, and other valuable information that would encourage car ownership. Over time the Michelin Guide evolved into the world’s most influential guide to restaurants—driving massive brand awareness and loyalty for Michelin. With the rise of social media and search engines, content marketing is now a vital technique for businesses of all sizes.

Learn more: What Not to Do, Part 2: Social Media Content Marketing Mistakes

Related: Social media marketing

In social media marketing, a conversion is a positive action that is taken on a website by a visitor from social media. The action demonstrates that the visitor is “converting” into a customer. Sales aren’t the only type of conversion; many websites measure webinar registrations, newsletter signups, content downloads, and other important outcomes that ultimately lead to a sale. Tracking conversions is crucial to properly attributing revenue to social media.

Learn more: How To Convert Traffic From Social Media Into SalesThe Unbounce Conversion Glossary

Related: Social media ROI attribution

A visualization of the terms that are most commonly associated with a chosen keyword on social media. Usually delivered as a percentage of total mentions, a Conversation Map is a feature in Hootsuite Analytics that collects data from over 25 sources across the web.

Learn more: Map It Out! What You Can Learn From Your Conversation Map

The large, horizontal image at the top of your Facebook profile or page. Similar to a profile photo, a cover photo is public and can be seen by anyone. This is a great place for individuals, brands and organizations to use an unique image to represent who they are, what their business is or what they care about.

Learn more: How to Set up Facebook, Twitter and Every Other Major Social Media Profile

Creative Commons is a public copyright license that gives you the ability to use and share otherwise copyrighted material. For social media users, Creative Commons often comes into play when we are looking for images and photos to accompany a social media message or blog post. In both of these cases, unless you are using your own images or have express permission, you can only share Creative Commons images. Sites like Google Image Search and Flickr have filters so you can easily search for Creative Commons photos. Just be careful, as there are different level of Creative Commons which could restrict whether an image could be used commercially, whether it can be modified, and what kind of attribution is required.

To creep is to spend an extended period of time looking through someone’s profiles, photos, and videos on social media. The term is generally used in the context of dating, where social networks such as Facebook give users the ability to check out potential dates or ex-partners. At least, that’s what people tell us. We’ve never, ever done it. Ever.

The social media governance measures a company has in place to manage social media risk and react in the event of a crisis. A crisis can include a wide range of possibilities, from security hacks to mis-Tweets and even external events that result in an influx in social mentions (ex. a natural disaster’s impact on the Red Cross). Crisis management is vital to large organizations that seek to manage social media risk and respond effectively.

Learn more: Mapping Organizational Roles & responsibilities for Social Media Risk

Crowdsourcing refers to the process of leveraging your online community to assist in services, content and ideas for your business. Business examples include getting your audience to volunteer in helping translate your product or by asking your community to contribute content for your blog.

The percentage of social customer service issues which are transferred to another communications channel, such as email, the phone, or live chat.

A direct message (DM) is a privateTwitter message sent to one of your followers. Direct messages can only be sent to a Twitter user who is already following you, and you can only receive direct messages from users you follow.

A feature on the Twitter platform that has 5 functions: Tweets, Activity, Who to Follow, Find Friends and Popular accounts.

  • The Tweetsoption shows the most popular Tweets across Twitter; some are tailored to you individually and some are globally trending.
  • The Activitytab shows notable engagements of the people you follow, including the latest Retweets, replies and favorites of your friends.
  • Who to Followhelps you find new and interesting accounts.
  • Find Friendsallows you to import contacts from your contact book and find them on Twitter.
  • Popular Accountsprovides a list of some engaging and well-liked accounts on Twitter and is delivered to you based on your interests.

Display ads are typically small visual banners that are shown on websites. Common formats include images, flash, video, and audio. They can also be text-based (for example, Google AdWords lets you build text-based display ads). In general, display ads are used for large audience-based media buys or retargeting.

The gathering an exchange of relevant electronic records (such as social media communications) during a legal case or government investigation. Many organizations are required to securely and consistently archive all digital communications so that they can be produced in e-discovery.

Related: Compliance

Digital media that is displayed within another piece of content, outside of its native setting.

An employee that is willing to promote and defend a company both online and off. Like other brand advocates, passionate employees can influence the purchasing decisions of their friends, family, and other social contacts.

The re-sharing of a company’s social content by its employees. Organized and coordinated amplification programs leverage employee advocates at scale to greatly increase the social reach of a brand.

An organizational approach to social media which emphasizes participation and initiative from all departments, teams, and employees.

Social media engagement refers to the acts of talking to, messaging or otherwise interacting with other people on social networks. This broad term encompasses a several different types of actions on social media, from commenting on Facebook posts to participating in Twitter chats. At its simplest, social media engagement is any interaction you have with other users. For that reason, it’s a core part of every social media strategy. Your followers expect your to interact with them. Being social is core to social media, after all.

Learn more: Social Media Engagement: Are You Doing It Right?

Engagement rate is the percentage of people who saw your social media post and actively engaged with it (clicked the link, expanded the image attached, replied, liked, favorited, shared, Retweeted, etc). Engagement rate is a valuable metric to help determine the quality and success of your social media messaging, as it provides an indicator as to how interesting or useful the message was to your audience. Twitter Analytics provides in-depth engagement rate data for every Tweet you send.

Learn more: How to Use the New Twitter Analytics for Business

On Google+, your extended circles include all the people in your circles, plus all the people in your circles’ circles. In other words, everyone within two degrees of separation.

When you share something on Google+, you can choose to share it with your extended circles. That post could then appear on the Home page of somebody in one of your circles, where it would be visible to people in their circles.

Related: circles

A space on Facebook where you can communicate and share content within a select group of people. There are three types of groups: public, closed, and secret. Make sure you understand the privacy settings of any group that you’re a member of (here’s a useful table for reference). You can join a maximum of 6000 Facebook groups. If that ever becomes a problem for you, we’d love to hear your story.

Your Facebook Network is the web of people whom you are friends with on Facebook. The term expresses the inherent sense of connectivity users experience on the Facebook platform, where a web of updates and information are delivered to you from all the people in your life.

The number of unique people who have seen content from your Facebook Page. Reach is not the same as impressions, which is the total number of times your content is viewed (including multiple views from the same user). Facebook provides two different reach metrics: total reach and post reach.

  • Total reachis the number of unique people who have seen anycontent associated with your Page during the last 7 days. This includes people who view your Page posts, people who visit your Page after searching for it, and people who see ads that are associated with your Page.
  • Post reachis the number of unique people who have seen a particular Facebook Page post in their News Feed.

If you have ever added up the post reach from of all your posts and wondered why the sum didn’t match your total reach, you’re not alone. The main reason for this apparent discrepancy is that total reach only counts people once, no matter how many posts they have viewed in the past 7 days. Total reach also includes people who have seen your ads and those who have visited your Page directly from search or an external link.

The two primary categories of Facebook reach can be broken down further into organic and paid reach.

  • Organic reachis free reach. It refers to the number of uniquepeople who saw your content without your having to pay for it. The vast majority of organic reach occurs when Facebook’s algorithm places your posts in the News Feeds of your fans.
  • Paid reach is not free reach. It refers to the number of unique people who saw your content because you paid for promoted posts or display ads.

The people who like your Facebook Page.

An indication that someone likes your Tweet, given by clicking the star icon.

A measurement how long it takes a company to give its first response to a customer’s comment or inquiry on social media. This can be a key performance indicator for social customer service, because even if the issue is not resolved immediately, a quick first response demonstrates that the company is listening and willing to help.

A Twitter user who has subscribed to your Twitter account so they can receive your Tweets in their Home feed. If you want to send them a direct message, you need to follow them back.

The number of accounts that a Twitter handle is following.

The number of accounts that are following a Twitter handle.

An online site, also known as a message board, where people can hold discussions

Check out this resource: http://www.makeuseof.com/tag/how-we-talk-online-a-history-of-online-forums-from-cavemen-days-to-the-present/

A location-based discovery service that helps people find local places and experiences that are relevant to their interests and tastes. Foursquare pioneered the “check-in” back in 2009, putting the idea of real-time location sharing on the map. The company has since launched a separate app called Swarm that is exclusively dedicated to checking in and keeping up with your friends’ locations.

Learn more: Foursquare vs. the Swarm app: What’s the Difference?

A person that you connect with on Facebook or another social network. Unlike a fan or follower, a friend is a two-way connection; both you and your friend have to endorse the relationship.

Facebook Friendship pages show the story of a friendship between two people connected on Facebook. They display a variety of content, including photos that both people are tagged in, public messages that they have exchanged, and their their mutual friends and interests.

The practice of tagging a photo, video, or message with a specific location. The ubiquity of GPS-enabled smartphones has made geotagging a core aspect of social media.

A feature on many social media platforms that allows users to share their content with geographically defined audiences. Instead of sending a generic message for the whole world to see, you can refine the messaging and language of your content to better connect with people in specific cities, countries, and regions. You can also filter your audience by language.

Gif (pronounced jif, apparently) is the acronym for Graphics Interchange Format, which refers to a file format that supports both static and animated images. Gifs rose to popularity as they allow you to essentially present a short video clip in a far more condensed image format, leading to such joyous gifs as the following.

Only certain social networks support gifs, including Google+ and Twitter. For all your gif needs, we suggest giphy.com.

 

Handle is another way of saying your account name. Hootsuite’s Twitter handle is @Hootsuite, for example. It’s important that you try and maintain consistent handles on all of your social network profiles, since people who follow you on Twitter might want to find you on Instagram or Pinterest. A consistent handle helps with discoverability.
The hashtag is a word or phrase preceded by the “#” sign. #Hashtags are a simple way to mark the topic (or topics) of social media messages and make them discoverable to people with shared interests. On most social networks, clicking a hashtag will reveal all the public and recently published messages that also contain that hashtag. Hashtags first emerged on Twitter as a user-created phenomenon and are now used on almost every other social media platform, including Facebook, Google+, Instagram, Vine and Pinterest.

Learn more: The Do’s and Don’ts of How to Use Hashtags

A header image, not to be confused with a profile photo, is the banner image at the top of a user’s Twitter profile.

Often the first page you see when you sign into your social media account, it contains a constantly updating timeline or feed of the user activity and news stories in your network.

The number of times an ad, sponsored update, or promoted post is displayed.

Related: Reachengagement

Related: content marketing

The total number of incoming messages addressed to an organization or a specific social media account within a given time span.

A social media user who can reach a significant audience and drive awareness about a trend, topic, company, or product. From a marketer’s perspective, the ideal influencer is also a passionate brand advocate. However, influencers often try to remain impartial toward brands in order to maintain credibility with their hard-earned audiences. Successful influencer strategies usually involve the coordination of Marketing, Customer Service, and Public Relations teams.

Learn more: How To Engage And Create A Lasting Relationship With Social Media Influencers

Related: Klout Score

A numerical rating of online social influence, ranging from 1 to 100. Klout rates a social media user based on the size of their social networks and how other users interact with their content. The company defines influence as “the ability to drive action” and measures hundreds of signals from Twitter, Facebook, Google+, LinkedIn, Instagram, Wikipedia, and its own network. You can increase your Klout score by connecting multiple platforms to your Klout profile.

Learn more: How Klout calculates your score (official Klout website)

Derived from the dictionary-approved meaning (children like ice cream, duh), to like something on social media is a Facebook invention that’s evolved into an understood expression of support for content. Along with shares, comments, and favorites, likes can be tracked as proof of engagement. Facebook’s algorithm adjusts individual content feeds based on like patterns, making for interesting results when consciously meddled with.

Check out Wired.com’s bit on experimenting with likes: I Liked Everything I Saw on Facebook for Two Days

The practice of explicitly requesting likes (or shares and comments) to increase engagement on Facebook. Facebook has adjusted its algorithm to reduce the visibility of like-baiting posts in users’ news feeds.

Learn more: The End of ‘Like-Baiting’ on Facebook?

A LinkedIn member’s recognition of another person’s skill, such as Content Marketing, Web Programming, or Rocket Science (we’re still waiting on Endorsements for that last one). Endorsements boost your credibility on LinkedIn by indicating that you actually have the skills you say you have. You can only endorse the skills of your first-degree connections.

A top industry leader or other high profile professional who has been invited to publish on LinkedIn. LinkedIn Influencers include Bill GatesRichard Branson, and Hootsuite CEO Ryan Holmes. Although every LinkedIn user can use the social network as a publishing platform, the LinkedIn Influencer program is invitation-only.

A written compliment from one of your connections that you can display on your LinkedIn profile to impress hiring managers, potential customers, and that really interesting person you met at TEDxToledo. There’s no limit to how many recommendations you can give or request, but remember that the most authentic recommendations come from people that you’ve actually worked with. If you receive a lackluster recommendation that you would rather not display, then you can easily hide it from your profile. You’re also able to edit, remove, or hide your recommendation from another LinkedIn member’s profile at any time, like when a co-worker steals your sandwich from the office fridge.

Learn more: How do recommendations work? (official LinkedIn page)

A curated set of Twitter accounts that that you can group together in their own timeline. Lists are a convenient way to organize other Twitter users, whether you follow them or not. When you create a Twitter list, you can choose to make it public or private. Private lists are good for cataloguing sales prospects and sworn enemies, while public lists are available for anyone to subscribe to. They’re an effective method of content curation and a great way to show that you know who’s who in a particular field or cultural niche.

Learn more: Twitter Lists are the New “Follow”

A combination of tactics and technology platforms which enable businesses to automatically deliver personalized content to prospects and customers through a variety of online channels, such as social media, email, and websites. Basically, it’s giving people the information that they need, when they need it, and doing it consistently at scale. That’s why the “automation” part is so important. In an ideal system, marketers set up some clever logic for categorizing and “scoring” potential customers, as well as the processes for nurturing them with timely content. Then they put their feet up and relax as the technology takes over, moving leads down the marketing funnel towards a purchase.

Of course, it’s much more complicated in practice, but let’s focus on how social media fits into the equation. A marketing automation system always needs new leads at the top of the funnel—otherwise there’s nobody to nurture. Social media marketing and content marketing strategies can attract new inbound leads, providing essential fuel for the marketing automation engine. Marketers can also make that engine more efficient by using social media data to score their leads more accurately.

Related: content marketingmarketing funnel

An idea, fashion, or behavior that is transmitted from person to person through media, speech, gestures, and other forms of communication. The term was conceived by evolutionary biologist Richard Dawkins in the 1970s, but it has exploded into greater relevance in the past decade with the rise of online culture. If you’ve spent more than five seconds on the internet, you’ve probably encountered a meme; whether it was a classic like All Your Base or Dancing Baby, or a modern masterpiece like Doge or Grumpy Cat, you likely felt compelled to share it, upvote it, or remix it.

In Dawkins’ theory, memes are ideas (or fragments of ideas) that are copied and combined as they move from person to person, much like genes are passed down from generation to generation. Dawkins surmised that we could use the concept of evolution by natural selection to understand how ideas spread and change over time. Some memes spread far and wide, some die out, and others mutate. Social media has made it possible to visualize and measure this phenomenon like never before. For example, we can see hashtags rise and fall in popularity and track how quickly they spread throughout a network.

Ready to get meta? The word meme is itself a meme. The theory isn’t perfect, and it has its share of critics, but it’s an alluringly simple way to think about the spread of ideas. Therefore, people use the word and pass it on. Its meaning has also evolved over time as it has become increasingly used to describe viral social media content.

The act of tagging another user’s handle or account name in a social media message. Mentions typically trigger a notification for that user and are a key part of what makes social media “social”. When properly formatted (for example, as an @mention on Twitter or +mention on Google+), a mention also allows your audience to click through to the mentioned users’ bio or profile.

When people buy products, they rarely complete a purchase in one step. For example, they might hear about a brand from a Tweet, later see a banner ad for the product, and then perform a Google search, and then, many days later, finally visit the website to purchase. Multi-channel attribution attempts to give relative value to each of these channels, treating each channel as contributing and moving the customer towards purchase. This is practically done by using a web analytics program (such as Google Analytics). The goal is to better understand how your customer discovers, evaluates, and purchases your products or services and to develop a holistic understanding of the different influence of marketing channels such as social media, organic search, paid media, and email marketing.

There are always a handful of people on Twitter that you feel obligated to follow because you know that if you unfollowed them, they’d take it completely the wrong way. Perhaps it’s your boss, your overly-dramatic friend, or your #mom who #loves #talking (it’s not you mom, it’s your 25 Tweets per day). Mute is a feature available on Twitter that allows you to remove select people from your feed without them ever knowing. They still see that you follow them, and they can still favorite, retweet, and reply to you—you just don’t see any of their activity in your timeline. Muting a user is not the same as blocking them.

A customer loyalty metric that is based on the following question: “On a scale of 0 to 10, how likely is it that you would recommend our company, product, or service to a friend or colleague?” People who respond with a 9 or 10 are designated as “promoters”; a 7 or 8 as “passives”; and a 6 or lower as “detractors”. The percentage of customers that are detractors is then subtracted from the percentage that are promoters to arrive at the company’s NPS (passives are ignored, because that’s their lot in life). Scores range from +100 to -100, but an actual NPS at either of those extremes would cause heart attacks in the board room of a real-world business.

The act of referencing or involving yourself in a news story or event in order to connect with the audience following or discussing that story. Injecting your own story into a news story has become much easier with social media, as users can simply use hashtags or search terms to attach their content to breaking news. That being said, newsjacking should only be done if there is a very close tie between your product or idea and the story. Simply attaching a news hashtag to content that is completely unrelated is not a best practice, and will likely draw the ire of your followers.

Describes the number of unique people who view your content without paid promotion. The distinction between organic and paid reach is, of course, that the former is free. People come across this content through the feeds, streams, posts, pages of their contacts—usually friends, family, colleagues, trusted brands, and cats/dogs.

Ow.ly is a URL shortener that converts a regular URL into a more condensed format. More specifically ow.ly is Hootsuite’s built in URL shortener that you can access via your Hootsuite dashboard or on the ow.ly site. This link shortener allows you to upload images, track real-time clicks that don’t include clicks from bots, post links to various social networks such as Facebook, LinkedIn, Twitter, and Google+. You can also use the shortened URL in emails or on your website and use Hootsuite’s URL click stats to track how many clicks those links receive.

Similar to organic reach, this refers to the number of individuals viewing your published paid content—ads, sponsored stories, promotional material. For example, paid Facebook ads are labeled as Sponsored content, while Twitter’s are identified as Promoted Tweets. Paid reach generally has a much larger network than organic reach so messages are potentially read by people outside of a specific contact list. You can also target specific messaging to groups based on commonalities like location and shared interests.

Paid social media refers to the use of social media for ad placement. The most common types of paid social media are native advertisements such as Facebook Ads, Twitter Promoted Tweets, LinkedIn Sponsored Updates, and YouTube sponsored videos. Other forms of paid social media include traditional display ads on social networks and Twitter Promoted Accounts.

The URL address of an individual piece of content. Permalinks are useful because they allow you to reference a specific Tweet, update, or blog post instead of the feed or timeline in which you found it. You can quickly find an item’s permalink by clicking on its timestamp.

An attempt to fraudulently acquire sensitive information such as usernames, passwords, and credit card information (and often, indirectly, money) by authentic-looking electronic communication, usually email. Also a method of spreading electronic viruses by exploiting security weaknesses. To learn more, please enter your Gmail password.

A Tweet that has been pinned to the top a Twitter profile page. Pinning a Tweet is a great way to feature an important announcement or one of your greatest hits. Everyone who views your profile page will see the Tweet; however, pinning a Tweet will not have an effect on its visibility in anyone else’s timeline. To increase your reach and impressions, consider Promoted Tweets.

Favourite links stored on Pinterest are called Pins. Each Pin is made up of a picture and a description given by the user; when clicked, Pins direct users to the image source page. Pins can be liked or repinned by other users. Users can also organize Pins by theme or event into visual collections called Pinboards.

Pinterest is a visual organizer for saving and sharing links to webpages and other media that you like—otherwise known as Pins. Pins are represented by a picture and a description of your choosing. They can be organized into collections called Pinboards. Pinterest users can share their Pins with others, or Repin pictures they liked from other users. Think of Pinterest as a virtual scrapbook, or a bookmarks page with pictures. Common uses include event planning, food blogging, and fashion blogging. You can also use Pinterest for business. Learn from these brands how to do it well.

A collection of Pins on Pinterest. A Pinboard can be organized by any theme of your choosing, and it can either be private or public. Some examples of Pinboards: 50 Alternative Uses for Mason Jars, Short Hairstyles, My Dream Wedding, Easy Appetizers. As you can see, it’s easy to get creative with ways to use Pinterest.

A Facebook status update, or an item on a blog or forum.

Announced in 2010, Promoted Accounts are a Twitter Ads feature that invites targeted users to follow a Twitter Handle. This function is used to quickly grow a Twitter handle’s following. Promoted accounts appear in the Home timeline, the Discover tab and profile pages. 

Promoted Trends are a Twitter Ads feature that allows an advertiser to promote time-, context- and event-sensitive trends to the top of the Trends list on Twitter. They are clearly marked as “Promoted.”

Promoted Tweets are native advertisements targeted to a specific audience available through Twitter Ads. They look almost identical to organic Tweets in users’ timelines but include a small “Promoted” marker. Promoted Tweets are used by advertisers to reach an expanded audience.

A private Twitter account. Only approved followers can view Tweets and photos from a protected account or access its complete profile. Tweets from protected accounts cannot be retweeted, even by approved followers.

A business procedure for ensuring that outbound social media messages are error-free, on-time, and on-brand. Many organizations now protect their social media accounts by managing them through a social relationship platform (SRP), which provide a safe environment for teams to collaborate on content before publishing. Messages are typically drafted by lower level employees, interns, or contractors before receiving approvals from managers, supervisors, and/or compliance officers.

Reach is a data metric that determines the potential size of audience any given message could reach. It does not mean that that entire audience will see your social media post, but rather tells you the maximum amount of people your post could potentially reach. Reach is determined by a fairly complex calculation, that includes # of followers, shares and impressions as well as net follower increase over time. Reach should not be confused with Impressions or Engagement.

See: Impressions

See: Engagement

reddit is a popular website and social networking site on which content submitted or shared by users is then voted on by other visitors. Each piece of content, from videos to text posts, can be either upvoted (positive) or downvoted (negative) by users. The most upvoted and commented on posts appear higher up on the website’s main page, as well as on its many topic-focused sections called subreddits.

See: subreddits

Retargeting is an online advertising technique that involves targeting web visitors who expressed an interest in your products or services. This is accomplished by placing a small tracking tag on your website. Once visitors come to your website, you can then target them as they visit other websites including Facebook, news sites, blogs, or other online media. The rationale is that these visitors are your best chance to make a sale so instead of advertising to strangers, you spend your budget on prospects who have already visited your website. Other advanced uses include targeting custom audience segments (using data you’ve collected from other sources such as a CRM system or Facebook), offering shoppers who abandoned your check-out a special deal to come back, and building lists of valuable prospects to target (such as visitors who viewed 25+ blog posts and visited specific product pages).

On Pinterest, if you find a Pin on another user’s Pinboard that you like, you can save it to your board by Repinning it. To do that, hover your cursor over the image, and select ‘Repin.’ Then, you can either add the pin to an existing Pinboard collection, or start a new one. You have the option of using the existing description for the Pin, or come up with your own. If you like the Pin, but don’t want it to appear on your Pinterest page, you can Like it instead of Repinning it.

A response to someone’s Tweet that begins with their @username. Unlike Direct Messages, replies are public. When you click the reply button next to a Tweet, your ensuing conversation will be viewable in the public area of your profile.

Note: on Twitter, any Tweet that begins with a @username will be treated as a reply, whether you’re responding to a specific Tweet or not. Therefore, opening a Tweet with someone’s username is a surefire way to limit the visibility of the message. It will not appear in your followers’ timelines unless they also follow the Twitter handle that you’re addressing. If you want to start your Tweet with someone’s @username, add another character before the @ symbol (like “.”) so that Twitter treats the message as a mention, not a reply.

A engagement metric to assess how much you are interacting with your social audience. To calculate your response rate, take the number of mentions that you have replied to in a given time period and divide it by the total number of mentions you have received (excluding retweets). You can also try out our helpful tool, Grade Your Social, to find out what your response rate is on Twitter.

The total number of outbound messages that an organization, team, or specific social media account delivers in response to customer service issues within a given time period.

See: Social media ROI

A measurement of the value gained by a person or business from developing a relationship. Measuring ROR isn’t easy; it involves not only analyzing connection growth, but also understanding the impact your customers’ voices have on your brand and reputation. This includes sentiment analysis, as well as engagement metrics for your content, like organic sharing rates. ROR is an alternative (or complementary) metric to social media ROI.

A Tweet that is re-shared to the followers of another user’s Twitter account. There are two kinds of Retweet: the classic “manual” Retweet and the now-standard “web Retweet”. In a manual Retweet, you simply type “RT” before the @username and content of somebody else’s Tweet. This used to be the only way you could retweet, and it’s the still only way to add your own comment to a Tweet when you pass it along. A “web Retweet” is what happens when you click the official Retweet button: the full Tweet appears in your timeline in its original form, complete with the author’s name and avatar. Since a web Retweet allows your followers to easily retweet or favorite the original Tweet, it’s generally considered good etiquette to use this method unless you have something valuable to add through a manual RT.

RSS (Rich Site Summary) is a format for syndicating web content. Bloggers, news publishers, and other content creators use RSS feeds to effectively broadcast content (or content summaries) to audiences. Readers can subscribe to RSS feeds without providing personal information, and then automatically receive updates through a news reader or aggregator.

Learn more: HootSuite Syndicator: Power your Social Media with Content from RSS

See: retweet

The degree to which an organization can effectively use social media across multiple departments and geographies. “Scaling up social media” is an effort to coordinate social listening, engagement, and analytics among multiple groups while eliminating redundancy, confusion, and waste. 

Related: triageSocial Relationship Platform

Planning social media updates and content ahead of time, using a social relationship platform (SRP) or another publishing tool. Scheduling allows social media practitioners to save time in their daily workflow by drafting several messages at once, often as part of a publishing approval process. It also enables them to reach audiences in different time zones and organize extended marketing campaigns.

Learn more: How to Schedule Tweets and Save Time
An attempt to understand how an audience feels about a brand, company, or product based on data collected from social media. It typically involves the use of natural language processing or another computational method to identify the attitude contained in a social media message. Different analytics platforms classify sentiment in a variety of ways; for example, some use “polar” classification (positive or negative sentiment), while others sort messages by emotion or tone (Contentment/Gratitude, Fear/Uneasiness, etc). 

Related: big datacompetitor sentimentinfluencer sentiment

Search engine optimization is the practice of increasing the “organic” visibility of a web page in a search engine, such as Google. Although businesses can pay to promote their websites on search engine results pages (Search Engine Marketing, or SEM), SEO refers to “free” tactics that enhance the search ranking of a page.

Learn more: Why Content Marketing And Social Media Are Your Most Powerful SEO Weapons

Share of voice is a metric for understanding how many social media mentions a particular brand is receiving in relation to its competition. Usually measured as a percentage of total mentions within an industry or among a defined group of competitors.

See: URL shortener

A popular social platform for sharing presentations and other business-oriented content. SlideShare makes it easy to embed content on websites and share it to other social networks, such as Facebook, Twitter, and LinkedIn, which has owned the platform since 2012.

SMS is the text messaging service component of phone, web, or mobile communication systems. For marketing purposes, it is often used by brands to promote text-based offers to consumers, remind about bills (common for telecommunication companies), or send location-based notifications (such as a promo code when a consumer walks by a restaurant).

The practice of identifying and resolving customer service issues on social media. Social customer service should be coordinated internally across departments so that an organization can respond rapidly to any customer inquiry on any channel. The most effective social customer service is proactive: in addition to fielding inbound messages, the organization monitors social media for keywords that could indicate customer service issues. The organization then reaches out to resolve potential issues before they escalate, creating greater customer satisfaction and loyalty.

Learn more: How to Deliver Great Social Customer Service

Technology and business processes for securely managing social media accounts, engaging audiences, and measuring the business results of social media activities. Effective social media management is absolutely vital to conducting business on social media. It enables an organization to keep track of all of its social media accounts and provide various teams and individuals with the appropriate levels of access to these assets. When implemented at scale across departments and regions, coordinated social media management practices allow everyone within the organization to collaborate and achieve measurable outcomes on social media.

Learn more: Social Media Management is a Team Effort
The use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media marketing should be well coordinated with social customer service, community management, and social selling activities to create seamless relationships with customers across their life cycle. Of course, social media is just one channel in the overall marketing mix; the most effective social media marketing programs are also integrated into multi-channel strategies.

Learn more: Social Media Marketing Tips From The Pros 

Listening and responding to brand and keyword mentions on social media. Social media monitoring is crucial to social customer service, social selling, social media marketing, and community management.
A measurement of the effectiveness of an organization’s investment in social media. Like any metric for “return on investment”, social media ROI is calculated by dividing the total benefits of an investment by the sum of its costs. Therefore, it is completely dependent on which costs and benefits are factored into the calculation. To get meaningful value from an ROI calculation, the metric should be fully aligned with the business objectives behind a social media activity. Social media should also be properly integrated with web analytics in order to assess its value within a multi-channel attribution model. 

Learn more: How To Measure Social Media ROI For Your Business
Social relationship platforms are secure and scalable technologies that allow businesses to manage social media communications of any kind across departments and devices. That’s a mouthful, but, put simply, these tools put everything you need for social media into one place, making it easier to manage. Social relationship platforms are used for monitoring, posting and tracking social media, and help manage everything from customer service to lead generation. Hootsuite is a social relationship platform.

The use of social media by sales professionals to increase productivity and generate revenue. Sellers can effectively leverage social media to enhance their reputations, expand their interpersonal networks, and attract new prospects. They can also identify buyers by listening and engaging in the online spaces where potentials customers are conducting research and asking for advice.

Learn more: Social Selling: What Sales Leaders Need to Know

SoLoMo is the combination of three of biggest trends among consumers: using social media (So); location-based relevance in both search intent and the use of the internet to find local products and services (Lo); and mobile adoption in which consumers tend to prefer to access apps and the internet through smartphones rather than desktops or tablets (Mo). The best way to understand it is to envision the following dialogue:

Venture Capitalist: Why should we give 50 million dollars in funding to your startup with no customers and not a line of code written?

Guy in Hoodie: “SoLoMo!”

Unnecessary and repetitive social media content that clogs up the feeds of social media users. In other words, the bane of your existence. The term has been used to refer to junk messages since the earliest days of the Internet. Its meaning originates from a 1970 Monty Python skitin which the word “spam” is spoken repeatedly to the point of ludicrousness. The skit culminates in a group of Vikings singing a timeless paean to everyone’s favorite canned meat product. Seriously, check it out. 
A subreddit is a smaller forum within the social website reddit that is dedicated to a specific topic or theme. These are defined by the symbol “/r/” which precedes the unique reddit url of that particular subreddit. There are large subreddits like /r/politics or /r/videos, but they can be as specific as /r/learnuselesstalents ore /r/contagiouslaughter. There are thousands upon thousands of subreddits, and the reddit homepage is composed of the most popular content from every subreddit combined. You can also customize your own reddit homepage by subscribing to your favorite subreddits.

The stealthy art of disparaging someone in a Tweet without @mentioning their Twitter handle. You’re talking about them behind their back, but doing it publicly. A paradox, really.

A strand of messages which represent a conversation or part of a conversation. Threads are essential to most forms of online communication, including social media, web forums, and email. Without them, it is incredibly difficult to put messages into context or keep track of ongoing conversations. Anyone who used email before Gmail revolutionized the medium with threaded conversations can attest to that. Threads begin with an initial message and then continue as a series of replies or comments.

A weekly social media tradition in which people make Instagram a little less instant. Although Throwback Thursday wasn’t invented on Instagram, the term has been widely popularized by the platform. Essentially, every Thursday users post either a really old photograph of themselves (as a child, in high school, etc) or a saved photo they took more recently but want to share because it’s just that good. The next time you go camping and take lots of amazing photos, hold off on spamming your followers with all of them at once. Just save them for later and #tbt every Thursday to your heart’s content.

The date and time that a message is posted to a social network, usually visible below the headline or username. Clicking on a timestamp will usually bring you to the content’s permalink.

The most popular and engaging Tweets for a given search query, as determined by a Twitter algorithm. Searches on Twitter.com return Top Tweets by default, but you can toggle to “All” results to see the full list of Tweets that mach your search.

A topic or hashtag that is popular on social media at a given moment. Trends are highlighted by social networks such as Twitter and Facebook to encourage discussion and engagement among their users. The “trending” concept was first popularized by Twitter and has since been adopted by Facebook, Google+, and other networks. The trends that you see on Twitter and Facebook are personalized for you, based on your location as well as who you follow or what pages you like.

See: trend

When a brand or individual tries to benefit from a social media trend by injecting their own irrelevant content into the conversation. Attempts to take over the conversation with

The process of prioritizing, assigning, and responding to inbound social media messages. The term is borrowed from emergency medicine, where it is crucial to assess the relative urgency of various cases in order to prioritize care. In a social media triage process, incoming messages are filtered, assigned to the right people, evaluated for urgency, and possibly escalated so that the organization can provide the appropriate response (either online, offline, or both).

A Twitter message. Tweets can contain up to 140 characters of text, as well as photos, videos, and other forms of media. They are public by default and will show up in Twitter timelines and searches unless they are sent from Protected Accounts or as Direct Messages. Tweets can also be embedded in webpages.

A social network and media platform that enables users to publish 140-character messages along with photos, videos, and other content. Twitter is famous for its real-time and emergent discussions on breaking news stories and trends.
A Twitter conversation that has picked up too many usernames for an actual conversation to take place. The thread might begin as a dialogue between two people before spiraling out of control as more and more Twitter users insinuate themselves into the conversation with “Reply all” messages. Like an overloaded canoe, the thread sinks once too many people have hopped in.

A media-rich Tweet that includes an embedded video, photo gallery, page summary, or other interactive element beyond the text of the message. Twitter Cards help your Tweets stand out and encourage your followers to engage with your content directly from their timelines. They are automatically attached to a Tweet whenever you (or any other user) tweets a link to a webpage that is marked up with some simple HTML code. To find out how to enable Twitter Cards, check out Twitter’s guide for developers.

The action of unsubscribing from another Twitter user’s account.

The location of a page or other resource on the World Wide Web. The acronym stands for Uniform Resource Locator, but you will soon forget that. 

A tool that condenses a URL into a shorter (and more social media friendly) format, known as a short link. Users who click on a short link are redirected to the original URL. URL shorteners can also provide link tracking capabilities, which allow businesses to measure click-throughs from social media and attribute website conversions to individual social messages. Popular URL shorteners include bit.ly and Hootsuite’s ow.ly.

Learn more: URL Shorteners: The Unsung Hero Of Social Media Marketing

Media that has been created and published online by the users of a social or collaboration platform, typically for non-commercial purposes. User-generated content is one of the defining characteristics of social media. It is often produced collaboratively and in real-time by multiple users (for example, the Twitch plays Pokemon project). Many companies have enthusiastically embraced and encouraged user-generated content as a means of increasing brand awareness and customer loyalty. Instagram contests, Vine video contests, and other UGC-based social campaigns allow businesses to tap into the creative energies of their customers and use their contributions to fuel marketing strategies.

A vanity URL is a web address that is branded for marketing purposes. They are a custom branded URL that replaces common URL shortener formats with something that has your branding or is related to the content. Instead of showing up as ow.ly or a bit.ly, it could show up looking like Time Inc.’s vanity URL “ti.me”.

Hootsuite users have the ability to employ vanity URLs. Learn more here.

Who to Follow is a feature in the left hand sidebar of your Twitter homepage that helps users find relevant accounts to follow. The accounts that populate in the Who to Follow section are suggested because they have similar interests, professions or geographic proximity to you. You can click follow them immediately or view their profile for more information. 

Word clouds, also known as tag clouds or weighted lists, are a visual representation of text, where the frequency of a word determines its size in the word cloud. This is a great tool for identifying words that are repeated or most common.

Why your brand can’t afford not to keep learning about Social Media!

Posted on Posted in Big Data, Blog, Digital, Entertainment, Media, Social Media, Startups

SOCIAL MEDIA
Why Your Brand Can’t Afford to Stop Learning About Social Media
SIMON DAVIES 7 HOURS AGO

In 2014, Social Media Examiner reported that 72% of marketers said they were “using social media to develop loyal fans”, while 92% said that their forays into social media “generated more exposure for their businesses.” By 2018, it’s estimated that a third of the world’s population will be using some form of social media.
Brands need to keep up with what social media is doing now, and keep developing their strategy for the months and years to come, in order to most financially benefit.

Building brand loyalty

As of June 2015, 91% of retail brands were using at least two social media channels, so it’s likely that if your business isn’t using social media yet, your competitors probably are. You don’t have to be on every platform; in fact you shouldn’t, but your brand needs to be where your audience is.
Social media is used to increase overall brand loyalty. With social media being such a prevalent touch point for users with brands, it makes sense to build the relationship and brand loyalty here. It’s mutually beneficial too. By enriching your customer’s experience of your brand, you gain valuable customer insights to help you best target buyers.

Tracking changes to increase your ROI

Social media is always evolving. As are the platforms that users choose to interact with. Always remember that not all social platforms are here to stay. If MySpace can go out of fashion, it’s not completely beyond the realm of possibility that Facebook or Twitter might too one day.
While Twitter’s user growth in recent years has practically been non existent, it still beating sites like Snapchat, with brands seeing a 64% ROI for Twitter compared to just 2% on Snapchat. Knowing which brands are worth your business’s time will avoid you wasting resources for no return.

Different platforms also have varying benefits and audiences, and their value to brands changes depending on how users interact. LinkedIn, Facebook (who also own Instagram), and Twitter are three of the major players in the social media industry today – both for b2c and b2b businesses. For the moment, “while LinkedIn is strictly business and Facebook is working for consumer marketers, Twitter is the social network that all businesses, of any size, can use.”

Keep up with trends, but don’t always interact

Brands with the best social media presence are the ones that know when to engage with trending topics and, more importantly, when not to. As the extreme backlash against branded tributes to Prince recently demonstrated, your brand needs to have a firm and up to date understanding of social media etiquette, otherwise your attempts at tapping into the cultural zeitgeist might very well backfire. As a rule, avoiding creating an association with your brand that would otherwise not have a natural connection.
Your brand can’t afford to stop learning about social media for no other reason than you could easily become irrelevant by not changing with the times. But investment now will help you reap the benefits of brand loyalty, quality engagement and sales for years to come.

Socialnomics

The Socialnomics blog spawned from the book, written by Erik Qualman, with the intent of providing short social stories, statistics, studies and surprises about the biz and buzz of tech.

Copyright © 2016 Socialnomics.

A World of Differences in Media and Entertainment!

Posted on Posted in Big Data, Blog, Digital, Entertainment, Media, Social Media, Startups, Uncategorized

MARKETING, MEDIA & SALES

A World of Differences

Outlook 2016-20

Entertainment and media companies can tap into many pockets of growth and opportunity. Our intensive analysis of five shifts roiling the industry can help you identify them.
by Chris Lederer and Megan Brownlow

 

 

 

 

 

 

 

Illustration by Guy Billout
Entertainment and media (E&M) companies are making great strides in pivoting to serve digital consumers around the world. However, at first glance, the outlook for E&M companies worldwide still may seem troubling. Declining pricing power, disinflation, and the trend toward free media and sharing all make it fundamentally challenging to grow organically. Despite growing 5.5 percent last year, this US$1.7 trillion global industry is likely to have difficulty keeping up with the economy as a whole. The Global Entertainment and Media Outlook 2016–2020 projects that E&M will rise at a compound annual growth rate (CAGR) of 4.4 percent in nominal terms through 2020 — lagging behind overall economic growth (see Exhibit 1).

But a closer examination brings a different picture into focus. E&M is a dynamic, diverse industry with steady and sustainable growth. Although the strong aggregate growth is not shared equally by all participants, impressive growth and opportunities can be found in many areas of the industry. Drastic slowdowns in some areas and stagnation in others coexist with spectacular expansion in “hot” countries, regions, and sectors. Which is to say: This global media landscape is multi-shifting.
In fact, for the majority of the countries we looked at — 36 out of 54 — E&M spending is growing more rapidly than GDP, often by a factor of more than 50 percent. Venezuela tops the list; E&M spending growth there is likely to outpace GDP growth by more than 14 percentage points in 2016. Many of the most populous E&M markets, including Brazil, Pakistan, and Nigeria, will also produce comparatively higher E&M growth rates (see Exhibit 2). But that’s just the beginning of the story.

At a global level, one of the most significant shifts evident is a reordering of the industry’s sectors (see Exhibit 3). 

On the left of the exhibit, we’ve aggregated segments into five broad groups: Internet, video entertainment, publishing, music, and video games. As the chart shows, revenue across E&M is steadily shifting from publishing businesses to video and Internet businesses — in particular those that provide over-the-top (OTT) services and monetize consumer data. When we break down global spending by business model on the right of the exhibit, direct consumer spending models remain strong, while spending on Internet access, including mobile data, will rival advertising. This development creates more fertile ground for new entrants and traditional players alike — think OTT video and new e-commerce offerings, for example — to jump directly into new markets and segments.

We expect the transitions we’ve described to continue, as powerful macroeconomic, technological, and social trends work to change the face of many industries, not just E&M. But the obvious changes under way throughout E&M mask a series of counterintuitive shifts that are apparent only to those deeply immersed in the industry. 

Each year, in putting together the Global Entertainment and Media Outlook, we and our colleagues collect and aggregate an immense amount of data, gain insight through discussions with colleagues and industry leaders, test hypotheses, and formulate strategies. This process enables us to pinpoint shifts that few others can see — and the ones we’ve identified this year promise a host of opportunities across the E&M sector. They should serve as a serious call to action for many of the industry’s incumbent leaders, which can take control of their future.

The biggest of these shifts are occurring in five dimensions of the global E&M landscape: demography, competition, consumption, geography, and business models. Simultaneous and interrelated, they influence and play off one another. We’ll look at each shift in turn.

Shift 1. Demography: Youth Will Be Served

A great deal is made — in the U.S. in particular — of the financial struggles of millennials. But the cultural trope of 20-somethings living in their parents’ basement and cutting the cord on cable TV obscures a larger trend. We’ve all seen the speed at which younger consumers adopt new consumption behaviors and their startling ability to multitask in different media. These same attributes allow them to lead the way in setting trends and driving consumption in E&M markets around the world. Companies may find it easier and more comforting to pitch their products and services at putatively more affluent older people. But our data suggests that in many countries in many parts of the world, the young will propel E&M growth through 2020.

As shown by our mapping of 54 countries’ population percentage under 35 against their projected E&M spending growth rates, there’s an almost perfect correlation between markets with more youthful populations and those with higher E&M growth (see Exhibit 4).

 

Why? Here’s our hypothesis. Younger people consume more media than older people, and are more open to adopting digital behaviors — and therefore more open to digital spending. Although some analog segments remain robust, digital media is where aggregate growth is strongest globally. In addition, many of the most youthful markets have rapidly growing middle classes whose discretionary spending power is on the rise — and E&M spending is usually discretionary. The opportunity for media companies is to understand how the young spend on digital content, and to be able to predict, for example, when they will pivot from paying for music downloads to streaming music services.

Of course, E&M providers entering new markets or seeking to accelerate growth in existing ones should take into account a country’s demographics along with its wealth or rate of economic growth. A number of lower-growth, relatively older markets, such as the U.S., remain fundamentally important because of their size and absolute growth. In older, less digitized markets, it may make sense to focus more on managing the decline of legacy media — in other words, in these markets, a large base of consumers comfortable with traditional media will make it possible to sustain profitability for some time, whereas pushing new technology too hard will risk alienating the considerable number of older consumers. In Japan, for example, the average daily newspaper circulation is 45.6 million, a number that has declined by only 6.3 percent in the past four years. There’s no immediate rush for Japanese newspaper companies to go all-digital.

In younger markets, by contrast, there will be a significant incentive for providers to shift completely to digital media, or to offer bundles, the better to target the large number of youthful consumers with less ingrained habits and preferences. India’s growing middle class has supported print newspaper growth. 

But the ranks of Indian social media users surged by 26 percent in 2015, to 134 million. That suggests more digital reading is imminent. (See “India’s Triple Play,” by Suvarchala Narayanan.)

Our analysis of total E&M revenue growth in the world’s 10 youngest and oldest markets in demographic terms further underscores the vital importance of youth (see Exhibit 5). 

On average, E&M spending in the 10 youngest markets is growing three times as rapidly as in the 10 oldest markets. In Pakistan, where around 70 percent of the population is under 35, E&M spending is projected to grow at a 10 percent CAGR through 2020; by contrast, Germany and Japan — two much wealthier countries with among the lowest proportions of people under 35 — sport a meager E&M CAGR of about 2 percent. Put another way, growth in E&M spending is more influenced by the age of a country’s population than by its comparative wealth. So youth will be served.

 

Shift 2. Competition: Content Is Still King

In 2015, the stocks of many of the world’s largest traditional media conglomerates, especially those based in the U.S. and Europe, suffered in comparison to both technology-driven platforms such as Netflix and communications platforms such as Verizon. Declines in media stocks were especially significant in the summer (see Exhibit 6).

Content was deemed to have taken a backseat to technology and communications. The symptoms: slowing ad markets for traditional, content-producing media; big ratings declines for cable and broadcast television; the currency drag from a strong dollar; and a slowdown in TV affiliate fees. As a result, it might seem that the mantra from the 1990s, “content is king,” had become outdated. But in fact, in an important yet widely overlooked shift, we believe that content will reign supreme as platforms seek to differentiate and expand internationally.

In a world in which Netflix can launch its streaming services in 130 new countries in a single day, it’s easy to assume that content is becoming more globally homogeneous. But the reality is that content is being redefined by forces of globalization and localization simultaneously. 

In the global coffee market, a homogenizing force such as Starbucks, now present in 70 countries around the world, can thrive alongside local chains and coffee shops. The same holds true in E&M. 

Netflix, for example, has said that locally produced content is its future.

Much of the E&M industry is growing more global, but cultures and tastes in content remain steadfastly local. The international opening weekend of Batman v Superman: Dawn of Justice (in March 2016) grossed $254 million globally on 40,000 screens in 66 markets outside the U.S., the fifth most successful international opening in history. 

But the year’s biggest opening in China thus far, the Hong Kong–produced fantasy comedy The Mermaid, grossed $120 million on its opening weekend in February 2016.

The Hong Kong–produced fantasy comedy The Mermaid grossed $120 million on its opening weekend in February 2016.
Content-based business models across the world are being transformed to support this coexistence of global and local content offers. South Africa–based Naspers has an impressive portfolio including pay-TV operations that serve 48 African countries, and Nation Media is the biggest media house in East Africa, having expanded from its origins in Kenya to build major operations in Uganda and Tanzania. 

Such companies thrive by blending international reach and local focus. A host of global television formats are produced domestically, in local languages with local talent. 

More than 100 international variations of the British-created quiz show Who Wants to Be a Millionaire? have been produced since the original U.K. version debuted in 1998. 

Talent shows, dating shows, and cooking shows have also proven to have universal appeal, but they succeed in domestic markets largely because of their local characteristics.

The dichotomy of global and local may be seen most clearly in those markets that combine well-developed digital distribution infrastructure and platforms with strong local content industries. 

The preference for local content over “global” (often code for U.S.-produced) content is evident even in a mature, developed, English-speaking country such as Australia, where locally produced sports, reality shows, news, and drama offerings, such as Shaun Micallef’s political satire Mad as Hell, rank as the 10 most-watched television programs every year. 

Local tastes are even more prevalent in India, the world’s most prolific producer of movies; in Nigeria, where Nollywood produces about 1,000 films a year (more than U.S. studios do); and in China, which will overtake the U.S. in 2017 as the world’s largest market for box office revenue.

These factors carry implications for media companies’ strategies. In particular, it’s important not to assume that past patterns in spending on “global” content in mature markets are a valid guide to future spending in emerging markets, which often have their own, even more deeply held tastes in content and cultures, on top of a variety of native languages. 

As companies tailor their decisions about market entry, they also need to consider the mix of global versus local brands they will deploy in order to build audiences.

A particularly striking example of counterintuitive trends driven by local content demand can be seen in physical recorded music revenues in 2015. Global spending on physical recorded music — mainly CDs and vinyl — fell in 2015 by 6.3 percent. Yet spending on physical music formats in the U.K. was almost flat, which is quite an achievement considering the downward trend. And in Italy and Norway, the spending growth was remarkable: 22.7 percent and 30.5 percent, respectively (see Exhibit 7).

What happened? In each market, the impact of global music streaming was offset by specific local tastes. In the U.K., Adele’s new blockbuster album, 25, which was not made available for streaming, was almost single-handedly responsible for the strength of physical music; the legions of fans among Adele’s countrymen and -women were willing to pay for CDs. In Italy, a strong domestic repertoire, led by the 13th studio album of singer–songwriter Jovanotti, Lorenzo 2015 CC, accounted for the rebound in physical music. And in Norway, where the popular electronic dance music scene promotes record-spinning DJs as rock stars, vinyl sales accounted for 24 percent of all physical music revenue, a high proportion compared with vinyl’s 2 percent share of music revenue globally. Faced with an array of choices, consumers decide at the local — and indeed personal — level what to purchase. And that leads to wildly different outcomes, even in markets that might appear superficially similar.

Shift 3. Consumption: The Joy of Bundles

The ability to design and curate your own media diet has been one of the most powerful trends to emerge in the industry. Whether in the U.S. or Uzbekistan, consumers have never had a greater ability than they do now to curate their own playlists — through apps, YouTube, streaming services, social media, and OTT offerings. 

Broadly speaking, many pundits have proclaimed the end of the bundle — the set of offerings that radio stations, cable and record companies, or even newspapers and magazines have traditionally sold together. And indeed, the rise of subscription content streaming services has been a major feature of the E&M landscape in recent years (see Exhibit 8). 

Global subscription spending on Netflix and other OTT subscription-video-on-demand (SVOD) services grew by 33.8 percent in 2014 and 32.3 percent in 2015 — that’s 77 percent in two years. The launch of Apple Music provided a major boost to digital music streaming revenue, and other streaming companies, such as Tidal, Beatport, Deezer, Earbits, Pandora, Spotify, and Rhapsody — to name but a few — arguably saw a boost due to the enhanced awareness Apple Music created among consumers. Partly as a result, global music streaming spending rose by 41.8 percent in 2015, to $4.07 billion.

But the bundle isn’t dead, not by a long shot. The rapid growth in on-demand streaming revenues is starting from a very low base, and even today on-demand streaming accounts for little more than 2 percent of global consumer E&M revenue. Meanwhile, video and cable incumbents, which were initially slow off the mark, are fighting back with gusto by offering their content on an integrated omnichannel basis, on TV, laptop, tablet, and smartphone. In numerous markets, many consumers — including cord cutters — still love the convenience of having their content aggregated in one place, rather than needing to root it out across a bunch of disconnected services. In the U.K., Sky’s Now TV stand-alone streaming service had more than 700,000 subscribers in early 2015. But Sky also offers those who subscribe to their main service a new multidevice streaming capability.

As such services gain traction, it’s clear that some consumers may opt for a set of “pure” à la carte offerings to keep costs down. And fewer will pay a premium price for a mundane collection of channels that they can watch only on television. But the traditional bundlers are adapting rapidly, and they have substantial advantages and large customer bases. As a result, we believe the bulk of digital OTT mass-market services will gradually be reabsorbed into aggregated offerings that will echo the traditional analog-style bundle, but that will be more flexibly priced and available on a full range of devices. These offerings will have features such as intelligent integration, which permits a consumer to watch part of a movie on one device and then finish it on another.

When this happens, the competitive battle may move up a notch from the OTT service level to the realm of service aggregators, which range from giants such as Apple, Google, and Verizon to small entrants such as WeShow and Aggrega. The big battles will no longer be fought mainly over networks, cable channels, and upstarts gaining access to content. The new battles will be among cable incumbents, technology giants, and telecommunications companies, fighting over gaining access to distribution. The heightened importance of ownership of broadcast spectrum will make spectrum auctions such as the one currently under way in the U.S. potentially pivotal. 

Whoever buys and owns spectrum may be better placed to enter and win the race to offer streaming bundles. As bandwidth comes up for grabs, so too will the role of aggregator.

We also see bundles popping up, or reappearing, in other sectors. In Europe, newspaper publishers are enabling custom bundles by mashing content onto new digital platforms. Blendle, based in Utrecht, the Netherlands, launched an English-language version in March 2016 with 20 high-caliber publishing partners including the New York Times and the Economist. This experiment, which leverages micropayments, may prove attractive to digital consumers used to paying small amounts for apps, songs, and mobile games.

 Shift 4: Growth

Generally, companies have had one set of expectations about developed markets (slow growth, low regulation, easier to access) and another about developing markets (rapid growth, high regulation, more difficult to access). The result was that a company might have one strategy for developed markets, and another, somewhat generic strategy for developing markets. But the dynamics are shifting rapidly. 

In 2017, for example, when China overtakes the U.S. in box office revenue, it will mark the first time the U.S. has not held the leading position in an E&M segment. China is also well advanced in segments such as digital advertising. In 2016, three countries — China, the U.K., and Denmark — will become the first to reach the tipping point at which total digital advertising revenues surpass their non-digital equivalent.

Disruption is pushing markets to develop in different ways. The divergences are being driven by several factors. One is the differential growth rates among sectors. 

The table in Exhibit 9 demonstrates that beyond zeroing in on the fastest-growing markets, such as Indonesia, India, and Peru, E&M companies must focus on those that are generating the greatest absolute dollar growth — namely, the U.S. and China. In addition, in every country, different sectors are driving growth to different degrees. The result of these divergences is that “opportunity” economies — even within the same region — can display significantly varied growth patterns.

In addition to understanding the where and how of growth by country, companies must grasp the importance of a third factor: regulation. In the E&M context, regulatory interventions include blocking entry of international companies, requiring a certain percentage of airtime to be dedicated to local market content, mandating government review and approval of content before content can be aired, and imposing different tax structures for local and international companies. And once again, the conventional E&M wisdom is often undermined by the facts on the ground. Simply put, some of the most heavily regulated markets are also those with the most growth.
In China, companies may face significant obstacles due to regulation. The websites of U.S. companies such as Facebook, Google, and Netflix are blocked, and the number of foreign films shown annually is limited. Yet China remains one of the most robust markets for E&M growth in terms of absolute dollars. The more restrictive environments tend to limit what media companies can broadcast and publish, and also limit who owns them, with a common focus on maintaining indigenous ownership and control. This often takes the form of governments funding local content or enacting regulations to prevent “excessive” outside cultural influence and protect local artists.
s+b Blogs ownership limits. But other countries are improving the regulatory environment for E&M companies. In Nigeria, which in 2014 created an online copyright registration system, the government is working to enact legislation to protect publishers more effectively against copyright infringement. Malaysia’s government has blocked tariffs on books in order to promote reading and literacy.

The fundamental and ingrained differences between markets represent a key factor that E&M companies must take into account when planning their global strategies. And it’s clear that despite globalization, such differences won’t go away anytime soon. The challenge for E&M companies is how to navigate around or through the barriers and thus gain access to these markets’ expanding consumer opportunities and growing revenues. One option is creating new, tailored business models and local joint ventures or partnerships, and then localizing content and advertising experiences to comply with local regulations on such issues as decency and public health, as well as to suit local tastes.
Shift 5. Business Models: Transforming with Trust
In 2013, Netflix CEO Reed Hastings (now) famously said he wanted to build Netflix into a company that actually resembled a premium cable network. This was a technology company racing to become a new kind of hybrid content company. Meanwhile, traditional publisher Time Inc. is emerging as a hybrid technology company. In March 2016, it acquired the data-driven marketing specialist Viant Technology. Such moves highlight another noteworthy shift. In many areas, the growth of technology and digitization acts as a powerful centrifugal force — breaking up existing relationships; pushing large, generalist entities to give way to smaller specialists; and allowing smaller, nimble competitors to beat out incumbents. But the reality is that the historic shifts now under way are forging the creation of new business models, and perhaps even new industries. Those that are able to integrate the capabilities and approaches that create value for customers will continue to thrive.
Let’s take advertising as an example. The rise of large integrated data sets, smart analytics, and new visualization and delivery platforms — combined with the growth of programmatic advertising and the advent of native content — would seem to significantly undermine the role of the traditional agency and media company. This view is reinforced by a migration of advertising revenue away from companies whose core product is “the big idea” and toward those, like Google and Facebook, whose differentiator is their algorithmic buying platform. At the same time, multichannel networks, social media, and content marketing businesses are seeking to grab a slice of the advertising pie.
But what if all these changes are creating an opportunity for incumbent agencies to reorient themselves to become invaluable to markets? One might argue that the established agency holding companies are uniquely well positioned to bring together programmatic capabilities, analytics, data aggregation, and native content. And in fact, they’re already doing it. The biggest holding companies are scaling world-class programmatic capabilities, while also developing software to buy digital advertising faster and more efficiently. What they cannot build, they buy or access through partnering. Enter the new “super” agency.
In September 2014, the advertising holding company WPP injected $25 million and the ad server platform from its programmatic media arm Xaxis into ad technology provider AppNexus, in return for a significant stake in the business. (See “Sir Martin Sorrell of WPP on Coming Together,” by Deborah Bothun and Daniel Gross.) Announcing the deal, WPP, whose Kantar unit represents one of the largest consumer retail data sets available, said the move continued its strategy of investing in fast-growing sectors such as ad technology and programmatic media buying. Other savvy, forward-looking agencies also have large and valuable data assets, and are working to evolve them to world-class levels. For instance, Publicis bought Sapient, which includes SapientNitro and Razorfish, thus enabling the company to build a portfolio of leading technology and digital assets.
As these players in the advertising value chain develop their data strategies, the new linchpin for competitive advantage could be bundling in content marketing (or, as some say, “brand to demand”) at scale. This next-generation marketing strategy offers promise not just to the agencies, but to content creators as well. In Australia, the three biggest newspaper publishers — News Corp, Fairfax, and APN News and Media — have all set up or bought a content marketing business in the last couple of years. These organizations may be very well suited to capture this opportunity because of the trust equity that lives in the brands, especially when it comes to assuring consumers who have privacy concerns. Globally, revenues from the creation and provision of content marketing grew 13.3 percent in 2014, to reach $26.47 billion, according to PQ Media. E&M companies that embrace technology and combine it with industry-centric assets — such as relationships, customers, and knowledge — will thrive and evolve.
Navigating Multispeed Markets
As the five shifts that we’ve described play out, so will changes in the E&M landscape. This industry is learning from experience and becoming nimble; more and more, it will position itself to seize the opportunities that appear. The E&M industry is getting used to the new normal — a multispeed marketplace that expects and plans for disruption.
Why do we say this? From the vantage point of today, it might seem that any strategy for the next five years will be rendered not just obsolete but irrelevant by 2018, let alone by 2021. Just think about how E&M companies’ five-year pro forma plans from 2011 look today in light of the disruption we’ve seen.
Even so, E&M companies are learning, acting, and, in many parts of the world, thriving. Each of the shifts we’ve highlighted can help companies plan and do business better. The power of youth, the primacy of localized content, the resilience of a new kind of bundle, the deepening of developing markets, the potential for new business models: All are taking place against the backdrop of steadily growing industry-wide revenues.
For E&M companies with the right strategies and insights, the opportunities are legion. And the shifts play to the strengths of companies with big market positions, capital they can invest, strong brands, and strength in understanding local tastes and preferences. If they make the right calls, incumbents can position themselves to capitalize on the next phase of change and drive growth.
To do this, they’ll need to ensure that their capabilities are both up to the job individually and aligned such that they add up to more than the sum of their parts. Strong brands must be underpinned by the best talent, which must be empowered by low-friction digitized processes that enable them to glean and use deep consumer insight from data. Companies that combine these attributes and establish positions in high-growth markets will be the most likely to succeed.
Author Profiles:
Chris Lederer advises senior management in the media industry on issues of strategy and growth for Strategy&, PwC’s strategy consulting business. He is a principal with PwC US based in New York. He has published previously in Harvard Business Review and with Harvard Business Publishing.

Megan Brownlow focuses on market diligence and strategy for the entertainment and media sector at PwC. She is a principal with PwC Australia, based in Sydney.

Resources
Edward H. Baker, “The Surprising Endurance of the Boob Tube,” s+b, Sept. 9, 2015: Author Michael Wolff’s argument about why television maintains its audience.

Christopher A.H. Vollmer and Matt Egol, “Five Rules for Strategic Partnerships in a Digital World,” s+b, Dec. 22, 2014: For leading companies in E&M, the future depends on the capabilities and insights they can tap by working with others.

We will be continuing the conversation around the Global Entertainment and Media Outlook 2016–2020 at major industry conferences, on our websites, and in future articles. Topics could include deeper dives into measurement, mobile, and privacy, as well as country-specific conversations. Go to www.pwc.com/outlook to get access to more Outlook information and subscription options.

Topics: advertising, analytics, digital marketing, digital media, disruption, innovation, internet, marketing, media, media 

10 Things you need to know about media today

Posted on Posted in Big Data, Blog, Social Media, Startups

Good morning. Here’s everything you need to know in the world of advertising today.
1. Mark Zuckerberg was so scared of Google Plus he declared a company-wide “lockdown.” At the time of Google Plus’ launch, the Facebook boss encouraged employees to work crazy hours to improve its own product, according to an upcoming book from former Facebook employee Antonio Garcia Martinez.  
2. Uber says advertising is a “necessary evil” as it rolls out its first big UK campaign. The UK ad focuses on the stories of Uber drivers in an attempt to humanize the brand, so it can expand beyond early adopters of the app.
3. The difference between Facebook and Twitter is perfectly summed up by one line in a job listing. The message to Twitter employees seems to be to focus on perfection, rather than speed, unlike Facebook which places an emphasis on moving fast.
4. Fox apologized has apologized for an X-Men billboard that showed Jennifer Lawrence being “strangled.” People complained that the ad was offensive because it used violence against women for marketing purposes. 
5. AMC live-streamed a TV show on Facebook. The network experimented by streaming the pilot episode of its new series “Preacher” — showing that Facebook Live could present an opportunity to debut teasers.
6. One of Steve Jobs’ longtime advisors says Apple’s iPhone names are confusing customers. Advertising executive Ken Segall said the modern Apple, under the leadership of CEO Tim Cook, has created “confusing” products that he finds “bewildering.”
7. KFC is making a major change to fix one of the biggest problems in the fast-food industry. The chain officially announced it was rolling out mobile payment (using Apple Pay, Android Pay, and Samsung Pay), with system-wide adoption expected to be completed by the end of the summer.
8. Lululemon’s founder says athleisure is over — now it’s all about “streetnic.” It’s the sort of apparel that puts technicality — like sweat-wicking, odor-killing attributes, all components to Lululemon’s signature apparel — first, versus simply trying to appeal to a trend.
9. An investment banker made an Eminem video parody about the annual Mary Meeker presentation about the state of the web. Terence Kawaja, the CEO of LUMA Partners released a comedy video, set to “Lose Yourself” by Eminem.
10. Publishers are saying that Google AMP is keeping up to its promise on speed, but it’s not driving much traffic. Slate and The Atlantic are getting only 4% or less of their traffic from AMP, despite formatting nearly all of their content for it, according to Digiday.

#dmgsocial #johngdryden #makeadifference #makeyourownpath #helpothersachievetheirgoals

20 Aussie Startups to Keep an Eye on in 2016

Posted on Posted in Big Data, Blog, Social Media, Startups

The year 2016 is well underway, and Australian startups are making headlines and ripples in the industry.

Listing all of the successful or up-and-coming Aussie startups would make for a long, long article, but we’ve pulled together a few that could be making waves in the near future.

Whether you’re interested for investment purposes, looking for the product that will change your life or business, or simply looking to cheer on your compatriots as they take on the world, there is plenty to be excited about.

 

1. VAMP

Advertising is big money, and in the digital age, companies are still scrambling to find platforms that will rival TV and radio advertising, billboards, and newspaper ads.

Vamp – short for Visual Amplifiers – is taking the industry in a new direction by hooking big brands up with Instagram “influencers”, kind of like online celebrities, who promote their messages. It also provides services to manage campaigns and communicate with the influencers.

What makes Vamp worth watching this year is that it just announced it wants to go public next month. The company is aiming to list on the Australian Stock Exchange to raise funds for expansion into South East Asia. http://visualamplifiers.com/

2. Unlockd

Another big advertising-based question is: “How do you get users to look at ads?”

This company’s answer is: “Reduce their phone bill if they watch ads.”

Customers can get the app, and then every time they unlock their phone or tablet, they will see an ad. In return, they get a reduced bill from their mobile carrier.

They are now live in the US with Sprint Mobile and will launch in the UK in June. http://www.unlockd.com

3. Connexion

It seems like every day the Internet of Things (IoT) appears in more articles and pitches. It is becoming reality with increasing speed as more and more everyday items are connected to the internet.

Connexion, a Melbourne ASX-listed startup connects cars to the IoT. This allows businesses to keep track of their fleets with cloud data services, and Connexion also develops in-car apps such as global internet radio.

What’s really exciting is that the company has made a deal with American auto giant General Motors (GM) – that’s the parent company behind Holden, HSV, Chevrolet, Cadillac, Vauxhall, Opel, and plenty more.

The idea is to make it really easy for small American businesses with GM cars to get into fleet management without installing expensive aftermarket technology or management systems.

This type of internet-connected technology in cars is likely to be standard very soon, thanks to the likes of Elon Musk making it a core feature of his Tesla cars. It’s great that Connexion are getting in with the big fish of the industry early on. https://connexionltd.com/

4. Flirtey

Remember when Amazon said they were going to get drones delivering packages directly to homes? Well, Aussie startup Flirtey is the company that could make that happen.

Using 3D printed, fully-automated drones, Flirtey is looking to partner up with delivery companies (they are already working with Fastway Couriers in New Zealand) to get those urgent deliveries to the door, regardless of traffic conditions.

The company recently performed the first-ever FAA-approved, fully-automated drone delivery in the United States. This is big news for the little company, because other aviation authorities around the world tend to follow suit on what the FAA does. http://flirtey.com/

5. Shippit

Shippit is also in the delivery industry, but putting a modern spin on the more traditional delivery method.

When you order a parcel to be delivered by Shippit, you can choose roughly what time of day it will arrive, and track its progress on the app. That means you don’t have to worry about parcels being delivered while you’re out, or collecting them from the courier company when they inevitably drop a note in your letterbox in the middle of the work day.

The exciting part is that Shippit has signed deals with several courier companies including TNT and Australia Post, so it won’t require a separate courier company – it just means the existing courier companies will get better. http://www.shippit.com/

6. Mecco

Here’s another company that has recently secured funding, though this one was through private investors rather than a public listing.

Meeco occupies itself with personal privacy, something that the public is becoming increasingly hungry for. Think of the recent battle between Apple and the FBI over allowing access to personal information on iPhones.

With its funding, the Sydney-Adelaide company will open a new office in Europe, along with a joint European and Australian R&D team. https://meeco.me

7. BugCrowd

Online security is also a big deal for businesses, but most can’t afford to get the security testing they need to be really safe from hackers and bugs.

Bugcrowd is not only trying to make cybersecurity affordable, but also better. The company does this by crowdsourcing security tests – that is, getting thousands of security researchers to test your security over a set period of time.

Just Googling the name of this startup will show up scores of news results about high-profile companies it is working with.  Things are looking good. https://bugcrowd.com/

8. Canva

Canva’s name is popping up all over the place. It’s a graphic design startup, and its mission is to make great looking design easy, without having to navigate the likes of CorelDraw or similar programs.

This startup is already doing well, raking in all kinds of global lists for graphic design engines. In the past year it has secured a lot more funding, which begs the question: what are they going to do with it?  https://www.canva.com/

9. Bomb’d

A secretive Melbourne startup with $1.5 million in seed funding and a pre-launch valuation of more than $10 million is growing at a quicker rate than Snapchat after securing over 11,000 users in its first week. Melbourne startup Bomb’d is taking on Snapchat. They’ve got a different model where, when you send someone a bomb (read: picture message), they only have seven seconds to respond after they open it. The idea is that it actually encourages conversation between people, rather than just sending out snaps to a bunch of people with varying degrees of interest in your life.

This year the company – which is already up and running in Aus – will launch its platform in the US to take on the big guns. http://bombdapp.com/

10. Envato

This Melbourne startup is already running a successful online marketplace for digital assets. This can range from WordPress themes to software plugins, video footage, and snippets of programming code. Co-founder Cyan Ta’eed spoke at SydStart last year on how they grew the global company to 6 million members without any funding.

The company has been in the press a lot for its efforts to improve gender diversity, so there is obviously a forward-thinking team behind the company. Keep an eye out to see what’s coming next. https://envato.com

11. DesignCrowd

This is another design marketplace that’s going global. It’s different from Envato in that it’s a custom design market. The idea is that a customer posts a design competition, which any number of designers from around the world can enter. The customer ends up with the best design for a good price, and the best designer gets paid.

This startup is going global fast, with more than half of its market being based in the US. It’s been raising money for further expansion and hopefully the design industry will be seeing a lot more of DesignCrowd around the world. http://www.designcrowd.com.au/

12. Expert360

This is a marketplace of a different kind. A startup addressing the problems that startups face.

Expert360 puts businesses in touch with the professional guidance they often desperately need. It counts among its competitors all of the giant global financial consulting firms – guys whose bills start at triple-figures per hour.

Realising that a lot of its market is in the US, Expert360 is opening an office in the financial capital of the world, New York. https://expert360.com/

13. Data Republic

Information is a global commodity, right? Well Data Republic is a bank for information.

Companies exchange data in the same way they used to exchange goods, services, and money. There is often a mutual benefit to two companies sharing data, but sometimes trust is an issue. That means contracts and legal agreements, which absorb time and money.

Data Republic is a secure platform for exchanging data – simplistically speaking, it’s like escrow for data. It also takes care of a lot of ethical and legal issues, for example making sure there is no personal data available on the platform.

This Aussie company recently signed on a new employee that promises an exciting future. His name is Ryan Peterson, until recently chief solutions strategist at EMC – the information company recently bought by computer giant Dell as part of its big data strategy. https://www.datarepublic.com.au/

14. Eora 3D

We’ve been hearing for years that 3D printing is the future for everyday people, but to date it remains in the domain of specialised companies that can afford the technology.

Even if you get your hands on a 3D printer, you’re limited in what you can print. It’s either got to be be a design downloaded from one a of a few online communities, or something specially designed with complicated professional 3D design software. Unless you have a 3D scanner, but these are prohibitively expensive and require special software.

Eora 3D is designing a device that will connect to your smartphone and allow you to scan everyday objects for 3D printing. All for under $300 US.

These devices will be shipping in June this year, so it will be interesting to see what uses the market has for them. https://eora3d.com/

15. Simpla

Any layperson who has tried to manage their own website will know the headache of dealing with a content management system (CMS) – uploading and inserting assets, back-end logins, and the constant worry that tweaking something small will break a whole page.

Simpla is a system where anyone can easily adjust the elements on their website without worrying about all the technical jazz of a CMS.

The company is still in the very early stages, and has seen some issues with the system, but it’s developing fast and will hopefully release a beta to the public in the not-too-distant future. https://www.simpla.io/

16. LawPath

Lawyer fees are high. Very high. This is especially frustrating when you just need a standard legal document, but you have to pay a three-figure minimum fee just to get your lawyer to tell you which form you need and print it off.

Lawpath is giving cheap access to standard legal documents, and providing other standard services for companies – registering a company, applying for a patent, etc. – at reasonable fixed prices. The company manages this uses a network of hundreds of lawyers.

Last year the startup raised $1.3 million, which will be invested in expanding the platform to a bigger audience, and hopefully with more services. https://lawpath.com.au/

17. Cohort Solutions

Speaking of expensive services, Cohort Solutions is providing financial services and insurance for overseas students studying in Australia and New Zealand. These students provide a big chunk of income for educational institutions, and their numbers are increasing every year.

Cohort’s flagship service is international money transfers, but it also has international calling plans for mobile phones, airport pick-up services, and will even help you find a health insurance plan.

The Brisbane startup pulled in about $6.5 million in revenue last year, and has some steep growth curves. http://cohortsolutions.com/

18. Pocketbook

Pocketbook organises your personal finance. But it isn’t just a fancy calculator or interactive spreadsheet: Pocketbook is connected to all of Australia’s major banks, allowing you to manage your budgets, balances and transactions in real-time. You can even use it to do your tax returns.

The Sydney startup has been around a couple of years now, but every year its user base and revenue just keeps rising. On top of that, the company is working on an app for the Apple Watch that might give a new twist to mobile personal finance.https://getpocketbook.com/ 

19. MoneyPlace

This fintech startup is a peer-to-peer (P2P) money lending network. While this isn’t exactly a new idea, these guys are clearly doing a great job. At the end of last year, the Melbourne company secured a $60 million investment from Auswide Bank in exchange for 20% equity. https://moneyplace.com.au/

20. Townske

The days of walking around a new city with a brick-sized Lonely Planet in hand are gone, but we’re still looking for an equivalent digital replacement. Townske is not only filing that void, but also getting people off the beaten track into the lesser-known, but great, venues.

This startup has been around less than a year and has already appeared as a featured app in the Apple App Store. http://townske.com/